Külmavares

Campaign introduction

The campaign focused on the organic integration of Külmavares brand products into the extreme entertainment format "1€ VS 1500€ Winter Swimming". Our main goal was to show how Külmavares makes the nasty and wet Estonian weather enjoyable all year round. We incorporated three segments into the video to build trust through personal experience, highlight the product's comfort and warmth, and direct viewers to the online store. We also wore Külmavares coats throughout the video.

1. ADVERTISING SEGMENT: Introduction

Timeframe: 02:27–02:50 We wanted to introduce Külmavarese memorably right at the beginning of the video, so we created a strong contrast in the video. We had just come from an uncomfortable "1€ winter swim," where the only equipment was toilet paper, and alongside that, we presented Külmavarese as the true savior who immediately warmed us up after the brisk swim. This first point of contact introduced Külmavarese and very memorably demonstrated the product's value without lengthy explanations.

2. Advertising Segment: FEATURES AND PROMO CODE

Time period: 07:14–08:40 We told the viewer how we have been wearing these jackets ourselves for almost two years (which is true) and explained why we like these jackets so much. Since we spoke from our own experience, the advertisement seemed very authentic, interesting, and trustworthy. While we talked about our product, we alternated with shots of Gepu and Stiven drinking tea and joking among themselves. This made the advertisement segment so interesting that 96% of viewers watched the entire segment without skipping ahead. Finally, we directed viewers to explore the külmavares.ee website and shared a discount code "Kozip".

3. Advertisement segment: reminder

Timeframe: 27:47–27:58 At the end of the video, we reminded viewers once again about the Külmavares.ee website and discount code to reinforce the advertisement and direct the viewer to take real action after finishing the entertaining video.